For the first time this month audiences had more than one new release to tempt them into theatres. Trouble is, no one seemed particularly tempted by the three titles that lined up to take down The Avengers. With an estimated $15.3 million on Friday, the Marvel superheroes are now assured their third weekend title with a projected $55 million. That won’t be a record, but who cares? At $1.048 billion worldwide, the film is already Disney’s highest-grossing release of all time. In second place, Universal’s Battleship took in an estimated $9 million from its 3,690 locations for a projected $26 million first weekend. Not only is that well below expectations for the pricey live-action boardgame, it’s also less than John Carter earned for its debut back in March. Draw your own conclusions. After opening to $4.1 million on Wednesday, Sacha Baron Cohen’s The Dictator took in an estimated $5.7 million on Friday towards what should be a $16 million first weekend. Finally, What to Expect When You’re Expecting saw an estimated $3.9 million from 3,021 locations on Friday. Not exactly what Lionsgate was, um, expecting from their ensemble comedy. Full details tomorrow.